A fractional Head of UA and CMO, based in Berlin, working with subscription apps and mobile games that have real revenue and a real paid budget. I read the account first and set the CPA ceiling from your unit economics before I spend a cent.
This page is the one to check before trusting the rest of the site. It has the employers, the numbers, the education, the talks and every profile that holds a rating, each linked so you can verify it rather than take my word. What clients say is a separate page.
The short version
Thirteen years in mobile growth, since 2013, from gaming to subscription to commerce. I ran more than $1M a month in UA budget at Wooga, where Pearl’s Peril passed $86M in lifetime revenue and Jelly Splash passed $39M. Since then, client accounts have scaled past $200K a month in spend to monthly revenue in the seven figures, and I have worked on more than thirty apps.
I run this practice as one person. When the work needs more hands, specialists from my network come in under me: creators and editors for ad production, an attribution engineer for tracking and anything that runs on your servers, a search specialist for Google. You still brief one person. What the role covers and what it costs have their own pages.
Where I have worked
- Growth Therapist, founder, fractional Head of UA and CMO. Current.
- Deutsche Telekom, growth consultant. Built workflows that turn influencer content into paid campaigns, and an internal creative testing process across several apps, and trained the team to run UA independently.
- Customlytics, senior performance marketing manager. Paid UA for subscription and commerce apps, including Volkswagen, JOKR, Flink and Congstar.
- Wooga, mobile marketing manager. $1M+ a month in UA budgets across Pearl’s Peril, Jelly Splash, Pearls of Atlantis and Match and Pop.
- Zalando, senior performance marketing. DACH and international expansion.
- Coup, the Bosch and BCG X scooter venture, senior app growth manager. Hyperlocal campaigns across European cities.
- Earlier: Google, Intel and Oracle. Paid UA advisory for game studios through Mobile Game Doctor.
Education
B.A. in Management from Boğaziçi University in Istanbul, the top university in Turkey, admitted in the top 0.02 percent of a national entrance exam that more than a million people sit.
Writing, talks and recognition
- Business of Apps, talk: Diagnosing broken app growth. Where app growth breaks, and in what order to fix it.
- YouTube interview: LTV Mastery, on getting valuable subscribers from Meta.
- FunnelFox: Mobile attribution in 2026, how SKAN works and what changed.
- Adapty: how subscription apps scale Meta ads beyond $100K a month.
- Adapty: Meta ads for apps, twelve real questions from founders.
- App Growth Awards, judge, 2024.
- Profitable App Growth, my LinkedIn newsletter, with more than 1,000 subscribers. Every piece is on the writing page first.
Profiles that hold a rating
- Clutch: 5.0, a verified client rating.
- GrowthMentor: 4.98 average across 65 reviews.
- LinkedIn: where the client quotes on the reviews page were posted.
The other thing I build
Subtext, an AI tone checker for personal messages, cofounded in Berlin with Anton Licht and available in the same seventeen languages as this site. Same instinct as the consulting: read the thing before you send it. Fifty questions about it are answered here.
Questions people ask
Where are you based?
Berlin, Germany, working with teams globally. Most client work is remote, in English. There is a German page for teams in Berlin and the DACH region.
What kind of apps do you work with?
Subscription apps and mobile games with live revenue and a real paid budget: apps that have reached scale, gaming studios and enterprise teams. Subscription and games each have a page. Two things matter more than vertical: whether the product retains, and whether the economics can carry paid growth.
Do you still run campaigns yourself?
Yes. That is the point of the fractional role. The person reading your data is the person changing the campaign.